Bagaimana Seorang Influencer Dapat Membentuk Consumer Well-being Untuk Meningkatkan Purchase Intention

Abstrak

The rapid growth of social media platforms has led to the significant rise of Social Media Influencers (SMIs), resulting in intense competition among them. Consequently, developing strategies that encourage consumers to spend time engaging with influencer content (stickiness) has become increasingly important. Stickiness is expected to enhance consumer well-being, which in turn may lead to higher purchase intention. The Source Credibility theory is used as a basis for building stickiness. Previous studies show that this theory is not only used to predict consumer attitudes toward products or brands but is also associated with follower satisfaction and their attitudes toward the influencer. However, the concepts of Consumer Well-being and Stickiness in the context of SMIs have been rarely studied. This research aims to analyze the antecedents and consequences of consumer well-being after following content shared by influencers. The unit of analysis is individual consumers who frequently view marketing communications from influencers on social media and follow specific influencers. Data collected from 217 qualified respondents were analyzed using Structural Equation Modeling (SEM) with the help of AMOS. The results show that Source Credibility, Kindness, and Stickiness are antecedents of Consumer Well-being, while Purchase Intention is its consequence.